The Study On The Branding And Marketing Strategy In China Market Of RealD Company

China's film industry is dramatically growing in recent 10 years.By the end of 2016,the number of cinema screenings in China is beyond the scale in America for the first time,and the box office performance reaches CNY47.5 billion.Under this fast development background,film technology companies are aggressively expanding its business in China market.This paper is making a study of branding building up and marketing strategy of a 3D movie projection enterprise called RealD in China.Based on Chinese' 3D moviegoers' consumption behavior,it illustrates how RealD expands its market and develops moviegoers loyalty program under this highly competitive market,and conduct various marketing strategies on consumer level and cinema level at different phases.